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Diageo launches new single grain scotch whisky variant from Haig Club

DBR Staff Writer Published 04 August 2016

British multinational alcoholic beverages firm Diageo has introduced a new single grain scotch whisky variant from Haig Club, which was launched in 2014.

The new variant, HAIG CLUB CLUBMAN, was introduced in partnership with football star David Beckham and UK entrepreneur Simon Fuller.

Priced at £25, this new Scotch whisky variant will be available across the UK from this month.

Diageo plans to launch the new variant in other markets in the future.

The pricing of this new variant is much lesser when compared to the original brand with Diageo targeting the younger audience this time around.

According to the company, the Clubman is matured in ex-bourbon American Oak casks and like Haig Club, the liquid comes in the signature blue glass bottle. While Haig Club comes in a square shaped bottle, Clubman comes in an elongated rectangular bottle.

The maker of Smirnoff and Johnnie Walker says that Clubman has a smooth and sweet taste which comes from the interaction of the single grain Cameronbridge-made Scotch whisky with vanilla, sweet toffee flavours along with butterchotch found in ex-bourbon casks.

Intended to be a permanent addition to the brand, this new spirit has been created to be drunk in a combination with cola.

Diageo global whisky master Ewan Gunn said: "Whilst Haig Club Clubman is delicious straight-up or on the rocks, the perfect way to enjoy this Scotch Whisky is with cola.

"The sweet, vanilla and coconut flavours combine perfectly with the sweet caramel of cola, creating an approachable and delicious drink which is refreshing in taste and perfect in its simplicity. If you already love Scotch then you'll enjoy this combination of flavours and if you're new to Scotch this is the ideal introduction."

Haig Club global marketing director Ronan Beirne said: "Clubman aligns with our long-term ambition to offer a stable of Haig Club expressions at various price points to match different occasions and consumer tastes.”


Image: HAIG CLUB CLUBMAN served with cola. Photo: courtesy of PRNewsFoto/Diageo.